When we talk about larger amounts, we can also make interpretation errors. It is also possible that an audience overperforms for a few days and underperforms the following days … Thanks to CBO, most Facebook advertisers have been able to put an end to these permanent headaches for good. This is because campaign budget optimizations are done in real time , so Facebook always allocates your campaign budget to the best performing ad sets. This means that the spend for each set of ads varies from day to day. So, is campaign budget optimization (CBO) “better” than ABO (ad set budget)? For Facebook, it is of course! For advertisers, it’s a real debate. The big advantage of CBO is that it avoids frequent budget changes from one set of ads to another.
After all, it’s okay to increase the budget for an ad set that performs well and decrease the budget for an ad set that delivers more expensive results. In addition, the CBO acts as an amplifier for a campaign that works. Concretely, if you launch a campaign which groups together several sets of advertisements (audiences) which have always generated good performances, then the CBO will make it easier for you to increase the budget for your campaign . Advantages : The CPA of your campaign is not going to Great Britain Email List fly away like it could be the case with the ABO Budget increases can be more substantial. The budget management hardly changes on the advertiser side since Facebook takes care of distributing it among different audiences Note that all of this is possible with audiences that have a good track record of performance on your account and that are large.
The deal with campaign budget
So what’s the deal with campaign budget optimization? I’m just getting there! There are 2 big problems in my opinion. The problem of acquisition The first is that it leaves little chance for new audiences that you bring into a campaign, or it takes a long time before they get broadcast. Usually, this is the first phenomenon that occurs. Facebook is not giving the audience a chance. For example, if you have a campaign with 2 sets of ads for a budget of 100 € / day and you add a 3rd audience to it, do not be surprised if a week later, the budget has hardly aired on the New Audience. As I told you, the CBO is an amplifier, which makes it very difficult to integrate new audiences into the campaign and makes audience testing impossible.
That’s why you need to create a second campaign to run your tests and bring the budget to the level of the ad set. Beyond a certain point, some audiences in your flagship campaign (CBO) may run out. This is when you can mute the audience in question and replace it with an audience you tested in a second test campaign. In addition, campaigns with CBO work best when you limit changes, which is very frustrating as an advertiser and you want to improve results! The problem of remarketing The second problem with CBO (and not the least) is that it doesn’t always allow efficient budget allocation among your different retargeting audiences . As you can see in this screenshot, Facebook has channeled most of my budget to one custom audience (website visitors in the last 15 days).
So what’s optimization?
It therefore neglects other audiences that also have potential! What about my other retargeting audiences (interactions with Facebook and Instagram accounts, people who spent the most time on the website, people who added products to the cart within 180 days, subscribers to my Newsletter…)? CBO always tends to favor audiences that provide the most performance and that are larger in size . But, that doesn’t mean I don’t want to advertise all of my audiences. There are several solutions to this problem. The first is to set a budget for the ad set . This is what some advertisers do, but it requires you to spend more time managing your campaigns. The second solution is to use minimum and maximum expenditure . Here too, you will have to do more operational work to see if the budget management is still optimal over time.